Trend in
Consumer
Behavior in
the
Smartphone
market in
the last Ten
years
1. In 2023 smartphone usage has increased compared to in 2013. 80% of the population
uses a smartphone and the non-users mostly are people above the age of 55. A report by
Ipsos says that in Great Britain 8 out of 10 people have a smartphone now. Smartphones
have somehow transformed from a luxury to a necessity now.
2. Consumer is now focused more on advanced features and specifications like fast
processors with multiple cores, cameras with more than 48 megapixels or advanced
photography features, Better display quality like Higher resolution, refresh rate are a
preference now compared to the mindset 10 years before. A report from GFK shows that
consumers are more inclined towards the premium segment.
3. Consumers now also have preference towards design now like slim profile, bezel less
designs. Materials like glass and metal are preferred over plastic builds.
4. People now look for better software UI and UX, better Ecosystem features- compatibility
with accessories and devices like Smartwatches, Earbuds and TV and Speakers.
Consumers prefer brands providing timely software updates and access to to latest
software features.
5.
Growth of App Ecosystem- People prefer using smartphones more for most of the tasks
done in laptops/PC previously. So every service provider and brand has come up with
apps for better accessibility. Traffic is much on smartphone apps rather than in Desktop
websites now.
6. 10 years back the smartphone industry was ruled by big payers like Apple, Samsung,
Sony. Chinese manufacturers has now given tough competition to these big payers.
Xiaomi Oppo Realme and OnePlus dominate the Indian market now with a market share
as high as 75% according to a Mint Report.
7. Availability of internet through broadband and mobile internet access at lower cost has
also promoted the usage of smartphones. Consumers access the web mostly through
smartphones rather than on PC. In India, Jio, a telecom provider also contributed
towards this by provided cheap internet access to consumers.
8. Availability of advanced features at various price segments is also a new trend.
Previously there were flagship phones and cheaper phones lacked a lot of features. Users
now look for value for money so brands provide close to flagship features at lower price
segments as well.
9. Consumers and manufacturers alike began to prioritize sustainability, leading to efforts to
extend product lifecycles, reduce e-waste, and use more eco-friendly materials. For example 5G
is designed to minimize energy usage. Reusing materials for manufacturing and also making the
manufacturing facilities more energy efficient and using renewable sources of energy are
some of the measures to prioritize on sustainability.
10. . Consumers now extensively research smartphones online, reading reviews, watching
videos, and comparing models before making a purchase decision and therefore branding
efforts have changed as well. Companies collaborate with influencers now as well apart
from traditional advertising.
References:
https://www.ipsos.com/sites/default/files/ct/publication/documents/201810/techtracker_q3_2018_final2.pdf- accessed on 26th August 2023
https://www.ipsos.com/en-uk/8-10-gb-adults-own-smartphone- accessed on 26th
August 2023
https://www.ipsos.com/sites/default/files/2017-08/Google-mobile-apps-report2017.pdf- accessed on 26th August 2023
https://www.kantar.com/campaigns/smartphone-os-market-share - accessed on
26th August 2023
https://www.gfk.com/press/premium-segment-takes-centerstage-in-apacsmartphone-market- accessed on 26th August 2023
https://www.nielsen.com/insights/2011/report-the-rise-of-smartphones-apps-andthe-mobile-web/ - accessed on 26th August 2023
https://www.livemint.com/companies/news/dominance-of-chinese-smartphonesto-wane-11672852635365.html - accessed on 26th August 2023
https://www.forbes.com/sites/deloitte/2022/02/25/getting-smart-aboutsustainability-smartphones-and-the-environment/?sh=6b559b206c46 - accessed
on 26th August 2023
https://anymindgroup.com/case-study/xiaomis-new-approach-to-influencermarketing-raise-awareness-and-engagement-for-their-new-phone-model-xiaomi12/ - - accessed on 26th August 2023